Introduction to LC material Consumer Behaviour

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Presentation transcript:

Introduction to LC material Consumer Behaviour TY Marketing Introduction to LC material Consumer Behaviour

Introduction What is Marketing? Marketing starts before the product or service has been developed, by trying to find out what the customer wants, then getting it to the market. What is Market Segmentation? Dividing consumers into different categories. How do Pepsi advertise to men? http://www.youtube.com/watch?v=sQ7AR2zRHag&feature=relmfu And to women? http://www.youtube.com/watch?v=WfcqtBeu2hQ What is a Niche Market? A specific gap in the market for a new product or service.

Product Positioning Creating an image for a product in the mind of the consumers in the target market. http://www.youtube.com/watch?v=q8H_Wl76_io&feature=related http://www.youtube.com/watch?v=ZPihQtSl_Fg Marketing Mix: Product, Price, Promotion, Place http://www.youtube.com/watch?v=1JhnuFkfzfY&feature=related

Product: Guinness DESIGN: Harp – Irish. “the black stuff” QUALITY – two part pour, quality team BRANDING – Merchandise, Irish, PACKAGING – Can, Pint, Bottle PRODUCT LIFE CYCLE – Arthur’s Day!!! http://www.youtube.com/watch?v=sKmCuJtLp2o&feature=related http://www.youtube.com/watch?v=kEEbE3vbGw8&feature=related http://www.youtube.com/watch?v=nWsm66Q89KI&feature=related http://www.youtube.com/watch?v=S5HU5axz6GI

Price Psychological Pricing €9.99 Premium Pricing – associated with quality Price Skimming – pharmaceuticals Penetration Pricing – new entrant, e.g. Airtricity, meteor http://www.youtube.com/watch?v=kBOlaQvbaa8

Promotion Refers to all the efforts (excluding price) made by the seller to communicate and influence the target market to buy a product. Advertising – Informative, http://www.youtube.com/watch?v=a6U_ZUbYynU Reminder http://www.youtube.com/watch?v=fDoDUC9M0Sg Persuasive http://www.youtube.com/watch?v=ibN4ewcodZ4 Generic Advertising http://www.youtube.com/watch?feature=endscreen&v=Ygf0gRQsUb4&NR=1 What is the point of this ad? http://www.youtube.com/watch?v=Wy52yueBX_s Sales Promotion Direct Selling Public Relations

Place Channels of Distribution – How does the product get from the producer to the consumer? Where Can Consumers buy the product or service? http://www.youtube.com/watch?v=Am9hqnC5fpA&feature=related http://www.youtube.com/watch?v=2e5NVjB7DEU&feature=related http://www.youtube.com/watch?v=JVptqAhWFfA&feature=related

Bulmers http://www.youtube.com/watch?v=ERsSxtjKkHw&feature=related http://www.youtube.com/watch?v=7PQwMhoCYKE http://www.youtube.com/watch?v=BtJqHHdklLM&feature=related http://www.youtube.com/watch?v=3q87lIeYvOQ http://www.youtube.com/watch?v=h3CpfY-jvuo&feature=related